The Top Insurance Carriers vs. Insurance Aggregators


Published: August 31, 2012
Length: 129 pages, 50+ charts
Author: Jon Samsel, editor & co-founder
Format: PDF instant download (no hard copy)

Brands Featured in this Report 
Allstate, Nationwide,, State Farm, Geico, Farmers Insurance,, Esurance, InsWeb, Efinancial.


The steady rise in popularity of aggregators has left an indelible mark on the insurance industry. Aggregators have become the premier customer lead sourcing channels on the internet in just a few short years, undermining the best efforts of much larger brands with bigger marketing budgets and staff.

Insurance aggregators have achieved rapid success in two primary ways:

1. by challenging traditional insurance market assumptions 

2. by better meeting the needs of consumers that now demand more from those they do business with online

Unique factors that have given rise to the growth of insurance aggregators include things such as:
- low barriers to entry
- fostering trust (transparent offers & price comparison)
- offering superior web experiences
- providing communication options (web, mobile, rss, email, etc)
- paid search savvy (higher keyword bidding possible by selling leads by 5x)
- low overhead
The top insurance brands have stepped up their game over the past 18 months -- forced to do better because the bar had been raised. 
In particular, insurers have improved in areas such as pricing, website features, functionality and usability, online branding, customer loyalty & cross-selling, personalization, as well as through a more open dialog with customers.
Successful insurance brands, whether they are an aggregator or carrier, are those who've shown the agility to respond to business challenges at web speed. 

A few interesting facts about the brands featured in this report:
- Insurance carriers won 4 out of the top 5 positions in our ranked list
- The brand health scores of the top 5 insurance carriers outperformed the top 5 insurance aggregators by 21%
- Inbreeding within the insurance industry is rampant: #9 Esurance is owned by Allstate, #3 is owned by the vertical marketing company, QuinStreet, and #7 is owned by comparison shopping portal, Bankrate

This report benchmarks the online performance of 5 top insurance carriers against 5 top insurance aggregators in the United States. Allstate earned the top spot in a field of strong competitors.

According to the research, Allstate's brand health score of 710 out of 1,000 possible points beat its nearest competitor, Nationwide, by 26 points, or 3.66%, and surpassed third place by 30 points, or 4.23%. The gap between Allstate and lowest-ranked Efinancial was 254 points, or 35.77%.

The Top 5 Insurance Carrier/Aggregator Brands Online, Ranked by Online Brand Health

1. Allstate
2. Nationwide
4. State Farm
5. Geico

Read the report to see how all the brands scored, plus review charts, graphs, analysis and more.

Table of Contents

Executive Summary
Social Media Assessment
Content Sharing Assessment
Measurement Assessment
Website Usability Assessment
Search Assessment
Top 10 Brands: A Closer Look
About Heardable

Report length: 129 pages

Analyst Quote

"Insurance industry brands are at a strategic inflection point," said Jon Samsel, co-founder of Heardable, Inc. "Real-time data, word-of-mouth marketing and online price aggregation have radically altered the way consumers research, discuss and purchase insurance-related products. Leading insurance providers like Allstate have not only altered the way they think and act, they've integrated the customer experience into the brand experience which has resulting in a expansive and thriving digital footprint."

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